There are many, many comments and blogs across the web stating that Customer Service is critical to the success of the business yet so many businesses are failing in their customer service – and dismally so.
There are just as many sites informing people of how to provide great customer service, with statements such as “customer is always right” to apologising personally and sincerely to the customer whenever there is a mistake or error, even if it was the customers fault.
I actually agree with 90% of the ideas and protocols of how to deal with a customer. But most of these actions and ideas are about “making the Customer happy” now. This is all good stuff, but what is needed is the attitude not just the actions and words, customers do know how you feel about them, irrespective of what you say or do.
I have found that if you do not genuinely and sincerely (already) care for your customers, then you need to think, act and feel that the customer in front of you is the only customer you have, and what can you do to make them come back, and be happy to do so! Its not just about making them happy now. If you are focused on their return visit, you act, say and behave differently. They will feel you value them more, rather than “just making them happy and keeping them quiet” and they are more likely let you know what you need to do differently (in a nicer way).
You do not need to give away profits, as buying customer loyalty this way will send you broke. It is well known customers will gladly come back to a store selling average products at normal prices if the service is great, they do not return to those with great products at less than normal prices if the service is bad, or even average in some cases.
My algorithm illustrates the value of true Customer Service
Loyalty = (Quality / Price) x Service
|
Rating
|
1
|
5
|
9
|
|
Service
|
Poor
|
Average
|
Fantastic
|
|
Quality
|
Bad
|
Average
|
Perfect
|
|
Price
|
Cheap
|
Average
|
Expensive
|
The effect when all extreme variables are compared
|
Nil benefit
|
Price only
|
Quality only
|
Service only
|
Q + P
|
S + P
|
S + Q
|
All as Benefit
|
|
Service
|
1
|
1
|
1
|
9
|
1
|
9
|
9
|
9
|
|
Quality
|
1
|
1
|
9
|
1
|
9
|
1
|
9
|
9
|
|
Price
|
9
|
1
|
9
|
9
|
1
|
1
|
9
|
1
|
|
Loyalty
|
0.11
|
1
|
1
|
1
|
9
|
9
|
9
|
81
|
The difference with each of these options, is that Quality and Price are a cost to provide, whereas Service is really just an attitude, and could be considered value at no cost, so if you can only supply 2 out of the 3, supply either “Service and Price” or “Service and Quality” – it is the cheapest option.
Supply Advantage 